Seven million impressions test VortexDNA predictions for online ads

Christchurch, NZ June 17, 2009. VortexDNA, the New Zealand-based predictive data company, has just completed the data-gathering phase of a trial with leading New York-based online marketing technology company [x+1]. During the trial, the VortexDNA car game ad received seven million impressions on sites such as CNN.com.

VortexDNA can now use the statistically significant dataset to demonstrate their ability to predict click rates and ad relevance. Accurate predictions can help advertisers improve the relevance of ads and improve click rates -- the key metric in the USD480 billion US online ad industry.

VortexDNA works by generating numeric profiles of web links, whose correlation indicates relevance. Because the profiles are aggregated, anonymous and non-unique, the system avoids the privacy concerns of typical personalization or behavioral targeting methods. No clickstream data is collected and no history is tracked or retained. As such, the data offers the ability to serve up more relevant ads without invading user privacy.

The data-gathering will be followed by a rigorous analysis to determine the effectiveness of using VortexDNA data to predict the probability of a click.